ABSTRAK
Kelom geulis merupakan salah satu bentuk kerajinan khas daerah yang memiliki nilai seni dan budaya di tengah-tengah masyarakat, khususnya Jawa Barat. Kelom Geulis dibuat dengan bahan dasar kayu yang diolah, sehingga berbentuk alas kaki untuk wanita. Seiring perkembangan zaman, masuknya produk-produk modern membuat kerajinan kelom geulis mulai ditinggalkan, masyarakat lebih memilih produkproduk berbahan karet maupun plastik, sehingga kayu sebagai bahan pembuat kelom kurang diminati lagi oleh para pengrajin, selain itu kurangnya minat masyarakat dalam mengembangkan dan melestarikan bentuk-bentuk kerajinan daerah juga menjadi faktor yang berpengaruh terhadap penurunan penjualan kelom geulis, sehingga bila dibiarkan maka akan sangat mungkin kerajinan-kerajinan daerah seperti kelom geulis akan hilang atau dicuri hak patennya oleh negara-negara lain. Bila dilihat dari jenisnya, kelom geulis merupakan salah satu produk hasil dari industri kreatif yang dapat menyumbang pendapatan negara, berdasarkan hasil Produk Domestik Bruto (PDB), industri kreatif Indonesia tahun 2002-2006 mencapai 6,3% dari total PDB, dari hasil tersebut dapat dikatakan bahwa industri kreatif memiliki potensi yang sangat besar dalam perkembangannya. Salah satu jalan keluar dari permasalahan ini adalah kepedulian dari masyarakat dan perbaikan citra produk-produk kerajinan dalam negeri, sehingga dapat bersaing dengan produk modern lainnya, disamping itu dibutuhkan pengetahuan mengenai proses management yang baik dalam mengolah industri kerajinan tersebut sehingga dapat terus berkembang di masyarakat.
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DAFTAR ISI
HALAMAN JUDUL .......................................................................................... i LEMBAR PENGESAHAN ................................................................................. ii KATA PENGANTAR ........................................................................................ iii PERNYATAAN PUBLIKASI LAPORAN PENELITIAN .................................. vi PERNYATAAN ORISINALITAS KARYA ........................................................ v ABSTRAK .......................................................................................................... vii DAFTAR ISI ....................................................................................................... viii DAFTAR TABEL ............................................................................................... xi DAFTAR GAMBAR ........................................................................................... xii BAB I PENDAHULUAN .................................................................................... 1 1.1 Latar Belakang Masalah .............................................................................. 1 1.2 Permasalahan dan Ruang Lingkup ............................................................... 5 1.3 Tujuan Perancangan .................................................................................... 5 1.4 Sumber & Teknik Pengumpulan Data ......................................................... 6 1.5 Skema Perancangan .................................................................................... 6 BAB II LANDASAN TEORI .............................................................................. 8 2.1 Definisi Brand............................................................................................ 8 2.2 Ekuitas Merek ............................................................................................ 8 2.3 Corporate Identity ...................................................................................... 9 2.4 Logo .......................................................................................................... 10 2.4.1 Definisi Logo ...................................................................................... 10 2.4.2 Jenis-jenis Logo .................................................................................. 11 2.4.3 Rambu-rambu Dasar Membuat Logo ................................................... 11 2.5 Pemasaran .................................................................................................. 12 2.6 Promosi ...................................................................................................... 13 2.6.1 Pengertian Promosi.............................................................................. 13 2.6.2 Tujuan Promosi ................................................................................... 14 2.6.3 Alat Promosi ....................................................................................... 15 2.7 Komunikasai Massa ................................................................................... 18 viii
2.8 Analisa SWOT ........................................................................................... 18 2.9 Definisi Segmentation, Targeting, dan Positioning Pasar ............................ 19 2.10 Perilaku Konsumen .................................................................................. 20 2.11 Psikologi Orang Dewasa .......................................................................... 20 2.12 Kelas Sosial.............................................................................................. 21 2.13 Budaya ..................................................................................................... 21 2.14 Industri Kreatif ......................................................................................... 21 BAB III PEMECAHAN MASALAH................................................................... 22 3.1 Data dan Fakta ........................................................................................... 22 3.1.1 Data Perusahaan ................................................................................... 22 3.1.2 Tinjauan Proyek Sejenis ....................................................................... 30 3.2 Analisis Permasalahan ................................................................................ 33 3.2.1 Analisis SWOT .................................................................................... 33 3.2.2 Analisis Segmentation, Targeting, dan Positioning ............................... 35 3.2.2.1 Segmentasi Pasar ........................................................................ 35 3.2.2.2 Target Pasar ................................................................................ 35 3.2.2.3 Positioning ................................................................................. 36 BAB IV PEMECAHAN MASALAH .................................................................. 37 4.1 Konsep Komunikasi .................................................................................... 37 4.2 Konsep Kreatif ............................................................................................ 37 4.3 Konsep Media ............................................................................................. 38 4.3.1 Poster ................................................................................................... 38 4.3.2 Billboard .............................................................................................. 38 4.3.3 Print Ad................................................................................................ 39 4.3.4 Taxi Ad ................................................................................................. 40 4.3.5 Website................................................................................................. 40 4.3.6 Gimmick ............................................................................................... 41 4.4 Biaya Media ................................................................................................ 42 4.5 Hasil Karya ................................................................................................. 42 4.5.1 Logo dan Tipografi............................................................................... 42 4.5.2 Stationery ............................................................................................. 45 4.5.3 Outlet ................................................................................................... 47 ix
4.5.4 Signage ................................................................................................ 47 4.5.5 Seragam Pegawai ................................................................................. 48 4.5.6 Display Design ..................................................................................... 49 4.5.7 Poster ................................................................................................... 50 4.5.8 Billboard .............................................................................................. 50 4.5.9 Print Ad................................................................................................ 51 4.5.10 Taxi Ad ............................................................................................... 54 4.5.11 Website............................................................................................... 55 4.5.12 Gimmick ............................................................................................. 55 BAB V PENUTUP .............................................................................................. 59 5.1 Kesimpulan ................................................................................................. 59 5.2 Saran ........................................................................................................... 60 DAFTAR PUSTAKA .......................................................................................... 61 DAFTAR ISTILAH ............................................................................................. 62 DAFTAR LAMPIRAN & LAMPIRAN ............................................................... 63 SARAN & KOMENTAR DOSEN PENGUJI ...................................................... 75 DATA PENULIS ................................................................................................. 76 UCAPAN TERIMA KASIH ................................................................................ 77
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DAFTAR TABEL Tabel 1.1 Sistematika kerangka pemikiran ............................................................. 7 Tabel 3.1 Tabel perbandingan penjual kelom geulis ............................................... 33 Tabel 4.1 Media Budgeting .................................................................................... 42
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DAFTAR GAMBAR Gambar 3.1 Toko dan produik Kelom Geulis Keng ............................................... 23 Gambar 3.2 Label Produk ...................................................................................... 24 Gambar 3.3 Kliping harian Kompas mengenai sepinya peminat kelom geulis ........ 24 Diagram 3.1 Diagram hasil kuesioner .................................................................... 25 Gambar 3.4 Kliping Harian Kompas mengenai perkembangan batik dalam mengatasi perkembangan trend pasar.................................................................... 30 Gambar 3.5 Batik pada kalangan anak muda .......................................................... 31 Gambar 3.6 Outlet Batik Keris pada pusat perbelanjaan modern ............................ 32 Gambar 4.1 Logo brand ......................................................................................... 43 Gambar 4.2 Brand Color, Brand Pattern dan Typography ..................................... 45 Gambar 4.3 Stationery ........................................................................................... 46 Gambar 4.4 Desain outlet....................................................................................... 47 Gambar 4.5 Desain signage.................................................................................... 48 Gambar 4.6 Desain seragam pegawai ..................................................................... 48 Gambar 4.7 Display design .................................................................................... 49 Gambar 4.8 Poster series ....................................................................................... 50 Gambar 4.9 Desain billboard ................................................................................. 51 Gambar 4.10 Desain iklan majalah ......................................................................... 51 Gambar 4.11 Desain banner................................................................................... 52 Gambar 4.12 Desain katalog .................................................................................. 53 Gambar 4.13 Desain flyer....................................................................................... 54 Gambar 4.14 Taxi Ad ............................................................................................. 54 Gambar 4.15 Desain website .................................................................................. 55 Gambar 4.16 Desain shopping bag ......................................................................... 56 Gambar 4.17 Desain packaging.............................................................................. 56 Gambar 4.18 Desain gantungan kunci .................................................................... 57 Gambar 4.19 Desain mug ....................................................................................... 58 Gambar 4.20 Pewangi lemari ................................................................................. 58
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